Influencer marketing around the Indian Premier League (IPL) is witnessing sharp growth, with brands increasingly turning to creators to engage audiences during one of India’s biggest sporting events.
According to a report by creator intelligence platform Qoruz, influencer-led campaigns during the IPL are expected to touch nearly Rs 700 crore in 2026, highlighting the rapid expansion of this segment.
The growth marks a significant jump from around Rs 250 crore in 2023 to an estimated Rs 550 crore in 2025, as brands shift more of their digital advertising budgets toward creator-led content.
Out of the IPL digital ad spends that are projected to rise to Rs 3,800–Rs 4,400 crore in 2026, influencer marketing is estimated to account for 16–18 percent of the total.
Creator participation drives growth
A key driver of this surge is the sharp increase in creator participation during the IPL season. The number of creators posting IPL-related content has nearly doubled—from around 6.4 lakh in 2023 to 12 lakh in 2025—and is expected to cross 15 lakh in 2026.
This expansion is fundamentally changing how IPL content is created and consumed. Engagement is no longer concentrated among a handful of top influencers but is now distributed across a much wider pool of creators, including micro and nano influencers.
As a result, audience interaction has surged significantly, with total engagement across social platforms rising from 1.4 billion interactions in 2023 to 2.6 billion in 2025.
Additionally, while sports creators continue to lead IPL conversations with 32 percent of engagement, other categories are rapidly gaining ground including arts and entertainment at 30 percent, meme content at 18 percent, among others.
Brands diversify influencer bets
Brands are also changing how they spend on influencer marketing. Instead of focusing only on top-tier creators, campaigns are increasingly spread across different creator tiers to maximise reach and engagement.
Brands now allocate about 32 percent of their influencer marketing budgets to A-list creators, while mega creators receive around 25 percent of brand spending. In comparison, macro creators account for roughly 18 percent of brand budgets, while micro creators receive about 15 percent of campaign spending. Nano creators make up the remaining 10 percent share of brand spending and engagement.
Brands and platform play grows
In terms of sectors, FMCG brands account for the largest share at 32 percent of influencer collaborations during the IPL followed by e-commerce & retail at 17 percent, Entertainment & OTT at 16 percent, consumer tech & telecom at 15 percent, fintech at 10 percent, among others.
The entry of newer categories is helping sustain overall growth even as some traditional big spenders reduce their presence.
Platform-wise, Instagram dominates IPL influencer activity, accounting for about 52 percent of content. This is followed by YouTube at 28 percent, while X contributes 12 percent and Facebook 8 percent.
The diversity of platforms reflects how IPL conversations now extend far beyond live match viewing into pre- and post-match discussions, memes, analysis, and fan reactions.
IPL now a creator economy moment
Industry experts say the IPL is no longer just a broadcast event but a full-fledged digital ecosystem driven by creators.
“IPL is no longer just being watched—it’s being participated in,” said Praanesh Bhuvaneswar, Co-Founder and CEO of Qoruz, noting that value creation is increasingly shifting to creator-led platforms.
Data also shows that engagement peaks after matches, with nearly 50 per cent of interactions happening post-game, as fans and creators analyse moments, celebrate wins, and share reactions.
Discover the latest Business News, Sensex, and Nifty updates. Obtain Personal Finance insights, tax queries, and expert opinions on Moneycontrol or download the Moneycontrol App to stay updated!
Find the best of Al News in one place, specially curated for you every weekend.
Stay on top of the latest tech trends and biggest startup news.
